A Fuzzy Inference System Proposal for Selecting Marketing Strategy

Abstract

Changes in customer demands and advances in technology have led to the emergence of various marketing sectors. As a result of this, the expectation of each generation from brands or companies has become different. In addition, customers have begun to consider alternatives before purchasing a product, taking into account the various features that best meet their needs. Due to changing conditions, companies have forced to consider various criteria when determining their target markets and the types of products they introduce into the market. In this study, a fuzzy inference system has been proposed to provide support for the decision-making process related to the marketing strategy of the firm. When the proposed system was evaluated by experts, it was seen that satisfactory results were achieved.

Keywords

• Fuzzy inference system,Fuzzy logic,Marketing strategy,Risk level

Pazarlama Stratejisi Seçmek için Bulanık Çıkarım Sistemi Önerisi

Öz

Müşteri taleplerindeki değişmeler ve teknolojideki gelişmeler, çeşitli pazarlama sektörlerinin ortaya çıkmasına neden olmuştur. Bunun sonucu olarak, her neslin markalardan veya şirketlerden beklentileri farklılaşmıştır. Ek olarak müşteriler, bir ürünü satın almadan önce gereksinimlerini en üst düzeyde karşılayan çeşitli özellikleri göz önünde bulundurarak alternatifleri değerlendirmeye başlamıştır. Değişen koşullar nedeniyle şirketler, hedef pazarlarını ve pazara sundukları ürün türlerini belirlerken çeşitli kriterleri göz önünde bulundurmak zorunda kalmaktadır. Bu çalışmada, firmanın pazarlama stratejisiyle ilgili karar verme sürecine destek sağlamak için bulanık bir çıkarım sistemi önerilmiştir.  Önerilen sistem uzmanlar tarafından değerlendirildiğinde tatmin edici sonuçlara ulaşıldığı görülmüştür.

Anahtar Kelimeler

• Bulanık çıkarım sistemi,Bulanık mantık,Pazarlama stratejisi,Risk seviyesi

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